I miss Robin Williams and George Carlin! – Know Your Audience

Great comedians like Robin Williams and George Carlin always knew their audience. Performing in New York City vs. Las Vegas required different material, punchline, genres, and vulgarities. Neither cared about breaking societal barriers either. I miss them both so much right now. Don't you?

GTM is no different, understanding buyer personas is critical to the successful sales and marketing programs. I published a short two-part blog series on personas a while back. While account-based marketing (ABM) is all the rage, a thorough understanding of buyer’s pain, need and how a product or service fills that void is essential. Anyone who watched George Carlin in the “Bill and Ted” movie series knows “Rufus” fills a critical gap. For readers with children, George also filled a void serving as the conductor’s voice in “Thomas the Tank Engine” series. Robin Williams does the same in the original “Jumanji” and other great films of the day including “Dead Poet’s Society,” “Good Will Hunting” or “Patch Adams.”

Audiences and their personas always matter. Security buyers rarely care about UX. Network buyers always prioritize fault tolerance. APS Marketing product marketing as a service team recently built and published a persona-based buyer’s project for S2W Media. This team of veterans wanted a content-rich new website that stood apart from competitive program providers or demand list-based services. They chose to focus on the “left and right” brain persona of the B2B buyer – the technical and business decision makers.

With this approach, S2W’s new website embeds persona throughout:

• Omnichannel marketing
• Intelligent Content
• Buyer Persona
• Account Engagement
• Services

With the popularity of ABM services and dedicated tech firms offering relevant services, S2W also took strategically embeds ABM as an approach to most offerings. This approach delivers more impact to all of S2W’s programs as evidenced by their CEO Julie Strong’s announcement noting, “… clients are pivoting business models and adjusting go-to-market and purchasing strategies to remain agile in the uncharted, fully remote B2B buyer landscape.”

Happy for this APS Marketing client in detailing how a new persona is emerging in B2B sales. Strategically viewing how it that tracks “across the IT and enterprise technology verticals.” This includes promoting the persona to in-language content to non-English speaking B2B buyers.